Why we watch others' responses to online advertising – investigating users' motivations for viewing user-generated content in the context of online advertising

The study investigates Internet users' motivations for viewing user-generated content (UGC) in the context of online advertising. In addition, it is examined whether individual motivation patterns can be traced back to users' personalities and their attitudes toward advertising in general. An online survey of 181 social media users was conducted, surveying users' motivation, personality (big five), and attitude toward advertising in general. Path analysis was employed to examine the research model. The use of UGC was motivated by needs for information, entertainment, personal identity, and social interaction. While personality did not predict users' motives, their attitudes towards advertising in general explained individual motivation patterns to a large extent. It was consequently proposed and confirmed that users' motives mediate the influence of recipients' general attitude toward advertising on UGC usage. Results indicated a strong effective potential for UGC in online advertising: users view such content expressly to be influenced by others fulfilling their needs for information, personal identity and social interaction. Firms may lose some of their ability to precisely control brand messages when advertising in social media.     

Whose voice is heard? The influence of user-generated versus company-generated content on consumer scepticism towards CSR

ABSTRACT

Social media is increasingly used to communicate corporate social responsibility (CSR). Stakeholders respond to CSR messages with user-generated content (UGC), signalling approval or disapproval, potentially shaping consumers’ perceived legitimacy and scepticism towards CSR. Few studies have explored how UGC shapes these consumer responses. In the context of the UK food retail industry, this study explored what makes UGC more or less believed than company-generated CSR communication on social media. Through qualitative inquiry, the study identified that unique characteristics of social media, such as system-generated cues, lead UGC to be more believed than company-generated content, shaping perceived legitimacy. The study indicates the risks of communicating CSR through social media may be greater than previously suggested. It identifies recipient-related conditions under which these risks can be minimised.     

Pointing Out Differences: Consumer Evaluations of Comparative Information Across Product Types

The purpose of this study is to investigate the impacts of comparative claims across search and experience product types. Data was obtained from 159 Taiwanese college students. Results reveal that comparative claims used in blogs (compared to those in print ads) produce lower counterarguments and consumers more easily accept claims made on a blog. Comparative claims lead to higher brand attitude and purchase intention for search products on the blog; however, noncomparative ads lead to higher brand attitude and purchase intention for experience products on the blog. For both search and experience products, there is no significant difference.     

A Social Marketing Template for Solving the Musicians’ Dilemma Through Nonprofit Healthcare Networks

The Musicians’ Dilemma—the lack of affordable healthcare for the uninsured or underinsured musical entrepreneur—is actually a common problem plaguing not only 33% of musicians, but approximately 19% of the American population as a whole. The current research uses social marketing principles to conceptualize a template for designing a marketing program that meets the healthcare needs of the target market. Health Alliance for Austin Musicians (HAAM) is a nonprofit organization that links healthcare providers, local businesses, and community donors in a network providing basic preventive health services to this essential segment of the community. HAAM's business model is analyzed and cast on the social marketing framework so that it can be adapted for use by other music cities. Although the template could also be applied to serve other uninsured populations, it is critical that research be undertaken to understand the specific characteristics and needs of each target market and used to adapt the model to those populations.     

Measuring the Perceived Quality of Professional Business Services

Professional firms serving business clients are recognizing the need for improved quality services. Unfortunately, measures of professional service quality have proven difficult to develop. This paper reports on the use of SERVQUAL, an instrument commonly used to assess consumer perceptions of service quality. This instrument was employed with a sample of business owners who were asked to rate the quality of service received from their accounting firm. Although several dimensions of the scale proved useful, additional quality related factors emerged from the analysis.     

产能合作视角下的中哈农业合作园区发展路径研究

哈萨克斯坦是中国与"丝绸之路经济带"沿线国家产能合作的重点国家。中哈两国开展农业合作有利于"一带一路"倡议与"光明之路"计划的有效对接。农业合作园区作为新兴的农业产能合作模式开始崭露头角。中哈农业合作园区发展迅速,具备可观的发展潜力。但还存在一些问题,如数量规模相对较少,建设布局过于集中,发展水平参差不齐等。因此,应扩大农业产业园区的建设规模,优化农业产业园区的建设模式,提升农业产业园区的社会效益,深化农业产业园区的合作机制。     

网络直播情境下共在临场感与社会临场感对从众消费的影响

近年来网络直播以其惊人的线上互动促销能力受到了理论学者和实践专家的关注。文章在网络直播背景下,以网络直播突出的\"共在临场感(CP)\"和\"社会临场感(SP)\"特点为切入点,探索网络直播情境共在临场感、社会临场感影响从众消费的作用机制。文章以有直播观看经历的消费者为样本,采用结构方程模型的方法展开研究并发现:网络直播情境下,共在临场感对从众消费行为存在显著正向影响。共在临场感对从众消费的促进作用受到用户产生信息信任度(TUGI)的部分中介,社会临场感对从众消费的促进作用受到用户产生信息信任度的完全中介。两种临场感(SP、CP)通过用户产生信息信任度对从众消费的中介效应受到主播-观众关系强度(TSBBN)的调节,即存在前段有调节的中介效应。     

Health as a consumption object: research notes and preliminary investigation

Through the processes of commodification and marketization, materials and human activities are brought within the domain of market exchange. The results of these accelerating processes are observed in the consumer culture centred on objects of consumption. We contend that, in addition to healthcare, health itself has become yet another object incorporated within consumption space. This contention is consistent with the perspective of consumption as the dominant social paradigm in the structuring of health and healthcare practices. In this paper we present the conceptual backdrop for our contentions, together with details of a heuristic study. Our findings support the view that people regard health as a consumption object. Furthermore, the evidence suggests a patterning of responses by social grade and gender. Given our wider interest in class‐based health inequalities, we use our results to comment on the broader policy debate concerning this phenomenon in relation to consumerism.     

基于社会资本理论的平台企业与合作伙伴的动态合作演化研究——菜鸟网络纵向案例研究

生态合作关系的建立与良性运转能够有效调动各方资源解决行业发展困境、共同互助提升。基于社会资本理论,研究探索了平台企业与合作伙伴如何识别不同阶段发展瓶颈、应对措施、产生结果等生态合作演化过程。以菜鸟平台作为案例研究对象,解锁了生态合作不同阶段的动态合作演化路径与规律。研究发现：（1）平台企业与合作伙伴共经历基于需求与供给的绑定、基于价值获取与能力提升、基于共生共赢的合作三个阶段;（2）三阶段分别着重于建立伙伴间连接与信任、提升伙伴能力与协同配合、增强伙伴责任共担、贡献自身的意识;（3）各阶段均形成以“瓶颈—策略—结果”为内在逻辑的合作演化路径,最终建立生态合作演化整合模型。研究通过拓展对社会资本理论的认知,深化了对平台生态系统领域内合作演化过程的理解。     

合资企业的社会困境：交易成本理论新解与实证检验

合资企业管理面临的重要挑战是如何解决社会困境问题,即合资伙伴面临最大化自身利益与最大化整个合资企业利益之间的矛盾,困境管理能力直接影响着合资企业的有效运作。文章从交易成本理论的视角对造成合资企业社会困境问题的诱因和机理进行了全面解释,特别定义了合资企业的成本因素所包含的三部分内容并将其概念化(即伙伴选择成本、专用性资产和攫取准租成本)。通过对226家中国制造业企业的调查数据实证分析显示,三种成本因素对合作都产生正向显著影响,尤其是伙伴选择成本在三个成本因素中对其影响最大。攫取准租成本和合作都会显著影响机会主义行为。同时研究结果表明进行充分的伙伴选择能促进专用性资产投资。